L'Oreal is facing backlash and boycott threats over its firing of the newly announced face of L'Oreal Paris UK, transgender model Munroe Bergdorf.

Munroe Bergdorf in her now-canceled L'Oreal campaign.

photo:
L'Oreal UK

The firing is on account of a Facebook post written by Bergdorf in the wake of Charlottesville's terrorist white supremacy violence. In the post, she condemns white supremacy and calls out white privilege and systemic racism.

L'Oreal discovered the post after The Daily Mail published it. The company fired Bergdorf within 48 hours of announcing her historic hire.

In addition to the swift firing, L'Oreal also yanked Bergdorf's campaign video from YouTube.

L’Oréal champions diversity. Comments by Munroe Bergdorf are at odds with our values and so we have decided to end our partnership with her.

The international beauty brand gave an additional statement to NBC News.

"L’Oréal supports diversity and tolerance towards all people irrespective of their race, background, gender, and religion. We believe that the recent comments by L’Oréal Paris UK spokesperson Munroe Bergdorf are at odds with those values, and as such we have taken the decision to end the partnership with her."

Though Bergdorf's Facebook post reacting to Charlottesville is no longer up, it has been reprinted by various outlets.

According to The Fader, this is what the model wrote after witnessing the horrific violence and death caused by white supremacy terrorists.

"Honestly I don't have energy to talk about the racial violence of white people anymore. Yes ALL white people. Because most of y'all don't even realise or refuse to acknowledge that your existence, privilege, and success as a race is built on the backs, blood, and death of people of colour. Your entire existence is drenched in racism. From micro-aggressions to terrorism, you guys built the blueprint for this s***. Come see me when you realize that racism isn't learned, it's inherited and consciously or unconsciously passed down through privilege. Once white people begin to admit that their race is the most violent and oppressive force of nature on earth...then we can talk. Until then, stay acting shocked about how the world continues to stay f***** at the hands of your ancestors and your heads that remain buried in the sand with hands over your ears."

Like everyone in the aftermath of such violence and hate, she was angry and her tone was sharp, but all people see in her statement is truth.

Now, tweets of a L'Oreal boycott are starting to circulate...

...and Bergdorf herself is calling for fans to take their dollars elsewhere.

Early this morning, the model/activist posted a lengthy statement on Facebook.

Concerned over her "ALL white people" words being twisted by the media, she clarified: "When I stated that 'all white people are racist,' I was addressing that fact that western society as a whole is a SYSTEM rooted in white supremacy — designed to benefit, prioritise, and protect white people before anyone of any other race. Unknowingly, white people are SOCIALISED to be racist from birth onwards. It is not something genetic. No one is born racist."

Her kicker hits back at L'Oreal's backwards firing hard, and honestly, we'll be clapping for this post all damn night.

"The fact that up until very recently, there has been next to no mainstream brands offering makeup for black women and ethnic minorities, is in itself due to racism within the industry. Most big brands did not want to sell to black women ... Because they did not believe that there was MONEY to be made in selling beauty products to ethnic minorities.

If L'Oreal truly wants to offer empowerment to underrepresented women, then they need to acknowledge THE REASON why these women are underrepresented within the industry in the first place. This reason is discrimination — an action which punches down from a place of social privilege."